Flyline Search Marketing / Google Adwords Certified Partner

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Monday, August 29, 2011

Pay Per Click Marketing and Social Media

When deciding on an Internet Marketing strategy, often pay per click (PPC) and social media platforms are thought of as two separate aspects where never the twain shall meet. However, a little bit of marketing savvy can bring PPC and social media together in ways that will benefit both your business and your customers.

What is Pay Per Click?
In the simplest terms, PPC is simply the “sponsored results” or “ads” you see either at the top or side of a search engine results page. If you are a business, you pay the company providing the PPC service each time someone clicks on your ad. How do you get your ad at the top of that results page?

That depends on variables, such as the PPC service, the ad itself, keywords, and how much you’re willing to pay. However, once your PPC ad is in place, it’s important to know how to use it effectively.

One Thing Leads to Another
PPC and social media can be used to effectively complement one another. In his blog, Darin.CC, Darin Carter, a search engine marketing expert, explains there’s a difference between the type of customer who clicks on a PPC ad and a customer who is visiting a social media site. Many times, if a potential customer or client clicks on an ad, chances are they are already shopping for a particular item or service. Conversely, if a potential client is visiting a social media site, that person is less likely to be ready to buy but more likely to be looking for information or researching a particular product or service.

Carter continues to explain the importance of making sure each potential customer gets what they’re looking for. Someone wanting to buy a product immediately needs to click on a link that will lead them to that product. However, someone wishing to read a blog would probably be put off if they click on a link that leads to a hard-sell of a particular product. But, if this is the case, how do PPC and social media intersect?

The PPC click may lead a customer directly to your product page. However, a well-designed website will also have a blog, how-to or advice articles, and links to social network pages. Those social media pages will have interactive, engaging content that in turn will lead customers back to your product pages on your website. The PPC ad will bring a customer in, but social media will keep that customer coming back. The social media platform will build a relationship with a potential customer, allowing them to click over to your product page. Even better, some social media outlets now have an e-commerce option, so potential customers can become customers right on your social media platform.

Social Media as Prime Real Estate for PPC
Search results aren’t the only place you can have a PPC ad. PPC ads can also appear on social media outlets. These ads working in tandem with social media e-commerce provide the benefit of a potential customer not having to leave the social media site in order to make a purchase.

Help at Hand
If you need help or have any questions about PPC and social media, Flyline Search Marketing is ready to help with expertise and know-how as a Google AdWords Certified Partner.


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